Corsair One Launch

Corsair One Launch

Corsair
Summary

A critical moment in Corsair’s history. The new product needed a name, a brand strategy, and creative executions for launch.

Background

Brand strategy and visual identity

To outflank established competitors like Razer, Alienware, and HP, we had to to carve out a new position that would make buyers think differently about the typical “gaming PC,” which can often be a loud and awkward mix of plastic and testosterone. We needed to define Corsair’s new PC as a beautifully-built, near-silent object of desire, without losing sight of the reputation for engineering excellence and reliability they had earned from years of producing well-regarded internals. At the end of our process of research, discovery, and strategy, we arrived at just the right name and product story – the new “Corsair ONE” would not only mark the company’s first move into the packaged PC space, but would also represent the fusion of many individual Corsair-made internals into a single, bespoke packaged product.

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Mad Max x Uber

Mad Max x Uber

Warner Bros. Interactive Entertainment/Uber
Awards

Gold GMA, Silver Clio, Gold IAC

Summary

Ride to Valhalla in your very own wasteland Uber, take selfies with the War Boys, and share it all on social media.

286+ Million

Earned Media Impressions

Background

Riding With the War Boys

Warner Brothers Interactive Entertainment asked Liquid to develop a high-impact PAX activation to promote the release of the Mad Max video game. Partnering with Uber, we created a once-in-a-lifetime opportunity for people in Seattle to request a ride in an amazing and authentic Wasteland battle car. Custom in-app images, icons, and messages promoted the game launch to Uber app users.

Result

A Massive Response

The execution not only entertained hordes of giddy onlookers, but also generated huge global brand awareness for the new Mad Max video game and Warner Brothers Interactive Entertainment. Tens of thousands of fans shared their images on social media, and the hashtag #MadMaxAtPax alone generated an estimated 286 million impressions around the world. The wasteland rides were featured on the front page of popular media outlets, including The Verge, Complex, Maxim, Entertainment Weekly, Popular Mechanics and Business Insider.

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